Platform
Marketing insight and control with Omniso 360
The Insights view in Omniso 360 brings marketing, analytics and relevant business data into shared dashboards. It helps clients compare connected channels consistently, understand contribution and make better-informed budget decisions.
The challenge facing today’s marketing leaders
As a marketing leader, your primary responsibility is to maximise the commercial value generated by the company’s marketing activity. You advertise across several channels and can assume that these efforts drive a large share of sales. But when it is time to evaluate the strategy and optimise the budget, a problem emerges: the data is inconsistent and incomplete.
Google Ads and Meta Ads may report overlapping conversions, while GA4 and other sources can show different views of the same customer journey. Privacy restrictions, consent choices and incomplete tracking can add further gaps, making channel comparison and budget decisions harder.
A shared reporting view with a consistent attribution method can make those decisions clearer. Omniso 360’s Insights view brings the relevant sources together and includes a linear attribution model with a seven-day window.
Centralised reporting
Instead of moving between separate tabs to compare channels, a centralised reporting view brings the relevant sources into one place. Omniso 360 helps you review performance across connected channels, from an overall view down to campaign and channel detail.
Depending on the connected sources, Omniso 360 can bring together data such as:
Cost data | ✅ |
Conversion data | ✅ |
Engagement data | ✅ |
Impression data | ✅ |
Omniso 360 brings together relevant KPIs from connected sources, helping you assess how the marketing strategy performs as a whole.
A consistent linear attribution model
Bringing data together is a useful start, but different sources still need to be interpreted consistently. Omniso 360 combines available data from connected advertising platforms, analytics and relevant business systems, and can apply a linear attribution model with a seven-day window. Like any attribution view, its output depends on the quality and completeness of the underlying tracking and data.
See the simplified customer journey below:
Facebook ad click | 1️⃣ |
Direct traffic via bookmark | 2️⃣ |
Facebook ad click | 3️⃣ |
Google ad click | 4️⃣ |
Website conversion | ✅️ |
The following table shows how the different platforms’ attribution models report the customer journey above:
CHANNEL | 360 | Ad platform | GA4 |
|---|---|---|---|
0.5 | 1 | 0 | |
Direct | 0.25 | 0 | 0 |
0.25 | 1 | 1 | |
TOTAL | 1 | 2 | 1 |
GA4 and advertising platforms use different attribution methods, so the same journey can be reported differently across sources. Omniso 360 provides a consistent alternative by distributing value linearly across the available touchpoints within a seven-day window.
Better insight and control with Omniso as your agency
Omniso is a specialist performance marketing agency combining advertising, data and technology to improve commercial decisions. Omniso 360 supports the delivery with reporting, attribution and transparent workflows—including campaign results, work in progress and items awaiting client input. Clients work directly with the specialists doing the work, with a clearer view of performance and priorities.